Tagged 'nielsen'

Lots and lots of years ago someone realized it wasn't just a good idea to trade one guy's wares for another's. Money was invented to make these transactions easier by trading a commonly agreed upon currency. Great idea. Fast forward to May, 2010, in Miami, FL.
Last week I had the pleasure of attending Compete, Inc's CMO Summit in Miami. The CEO of one of the major WPP companies suggested that the need to find a common currency for measuring online and its delivery is one of the biggest things holding us back. Someone also mentioned this while asking a question from the audience. While developing currency thousands of years ago was a good idea, we still see the value in having various currencies around the world rather than a one-world bank and currency. There is a reason for that, and to suggest we should adopt a single "currency" online, not to mention the fact that it's the biggest thing holding us back, has got to be one of the scariest and regressive proposed behaviors I've ever heard come across in our industry. There are two major reasons for this.
First, there is a need for currency in general but simplifying everything... Read more

On Facebook …frequency plus social currency equals dramatic increases in recall, awareness and purchase intent. That's the conclusion and the prescription from a joint Nielsen-Facebook study of 800,000 Facebook users exposed to 125 campaigns from 70-odd CPC, retail and entertainment brands over 6 months.

Titled "Understanding the Value of a Social Media Impression" and authored by Jon Gibs at Nielsen and Sean Bruich at Facebook, the focus was on three ad types …

Paid Homepage Ads. Creative content, offers, deals and "Become a Fan" options that are bought and appear above the fold on users homepages. Targeted by a broad range of psycho-demographics, geography and keywords, this is similar to traditional small space or online advertising. Reach is limited only by budget. Facebook users recognize these as ads. Response is in the standard 2 percent direct marketing range.

Social Impressions. Combine paid ad creative with social currency by including the names of users' friends in the ad unit, which is served to user's homepages above the fold using the same targeting criteria. Reach is partly a function of paid and passed-along impressions. Users see these units as ads with privileges.

Organic Impressions. These earned media impressions are the News Feed messages served to existing... Read more

In the last quarter of 2009, 237 million Americans 18+ were exposed to video out of home. Basically half of the country caught some or all of a video message in a movie theater, a restaurant or bar, a hotel, an elevator, a health club or at the self-service gas pump. And that doesn't count those of us exposed in doctor's offices or airports. Out of home video is almost everywhere and it's reach is significant.
Now the number crunchers at Nielsen have collected, compared and normalized data from these networks to produce a "Fourth Screen Network Audience Report" that not only puts out-of-home video on the map but creates a metric for media buyers to compare it with video delivered by broadcast, cable, mobile device or Internet.
For example, you can compare viewers at the movies (84 million in Q4 2009) with the average audience for a primetime broadcast network TV spot (3 million in October 2009) and figure out that it would take 20 primetime ads to achieve the same reach as a month-long campaign in movies. These new metrics enable planners to translate the data and essentially compare apples-to-oranges. Comparing data should help build demand since these OOH... Read more

Advertising and marketing have been devastated and decimated in the continuing recession. Nielsen reports ad spending is down 15.4% the first half of 2009 compared to last year. Everyone has a bunch of friends out, looking and anxious. Every agency and marketing organization has shed jobs and many will continue to pare down staff and freelance slots.
Jerry Bernhart, ace DM recruiter, surveyed 418 unemployed executives during the first week of September and found that searches are taking longer than before and that marketers' were out of work almost twice as long as the national average 28 weeks versus 15.5 weeks.
More than half of unemployed ad folks reported looking for a new gig for 7 to more than 10 months. And as you might imagine, the higher the rank and the salary sought; the longer the search. A third of those seeking $200K plus salaries reported being "on the beach" for 10 months or more. There is plenty of reason to worry.
But, says my friend Kimberly Bishop, one of Businessweek's top 100 recruiters, don't panic and don't do crazy, desperate things that can sabotage your search. She cautions candidates to "differentiate yourself and stand out from the crowd but not by being obnoxious or by being a... Read more

Online media measurement is apparently too complicated. But rather than slowing down to explain and bring people along we're giving up altogether and going backwards. Really? GRPs over individual user targeting or frequency to conversion analysis? Reach/frequency over behavioral, affinity/predictive, or contextual? Maybe we should toss third party ad serving out the window and just have Nielsen tell us the next day if any of 350 people remember seeing the ad via a diary. Yeah, that's it! Kudos are due to those that create new markets, like the first ad networks, BlueKai, Tumri, MySpace, and Twitter. Somehow these experience mass adoption and involve people learning how to do new things in new ways but media measurement can't get that same traction. Reverting back to T/GRPs and R/F is not the answer - nor is throwing out a 728x90 and calling it a 3c x 1.25" (for those of you old enough to calculate newspaper column inches!) As always I'd enjoy your feedback.